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Information about 2-MAR331

Published on January 7, 2009

Author: aSGuest9500



Marketing Management Process (Cont’d) : Marketing Management Process (Cont’d) Marketing managers plan and implement a sequence of activities that help the firm achieve its goals. Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Plans Objectives Problems and Opportunities Strategies Tactics (who, what, when) Marketing Management (cont’d.) : Marketing Management (cont’d.) Marketing Strategies target market Marketing Mix Product strategy Price strategy Promotion strategy Place strategy Marketing Managementcont’d. : Marketing Managementcont’d. Market segmentation Niches within segments Positioning within segments Copy strategies Marketing Managementcont’d : Marketing Managementcont’d Controllable marketing mix variables Uncontrollable variables Physical - Competitive Economic - International Social Ethics and legal Marketing Management(cont’d) : Marketing Management(cont’d) Marketing Concept Walmart Other Examples Marketing Management (cont’d) : Marketing Management (cont’d) Successful marketing strategies Assets Skills Marketing Management (cont’d) : Marketing Management (cont’d) Searching for SCAs Sustainable competitive advantages Marketing Management (cont’d) : Marketing Management (cont’d) Reputation for quality Customer service/product support Name recognition/high profile Retain good management and engineering staff Low cost production Financial resources Marketing Management (cont’d) : Marketing Management (cont’d) Customer orientation/feedback/market research Product-line breadth Technical superiority Installed base of satisfied customers Segmentation/focus Marketing Management (cont’d) : Marketing Management (cont’d) Cost strategies: Goodyear and Whirlpool Differentiation by Value: Michelin Maytag Marketing Management (cont’d) : Marketing Management (cont’d) Strategic emphasis helps firm orient themselves to key external factors such as consumers and competition. Marketing Management (cont’d) : Marketing Management (cont’d) Product Life Cycles Introduction Growth Maturity Decline Marketing Management (cont’d) : Marketing Management (cont’d) Balancing the Product Portfolio Boston Consulting Group Matrix

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